Who else is so over the painfully polished, corporate-sounding content that it makes you want to puke? I get it. No one wants to watch another stiff, overproduced ad disguised as “engaging content.” So what’s the secret to video marketing that actually works? Being real.
If your content doesn’t feel real, engaging, and human, your audience will scroll right past it—no matter how polished it looks. Let’s break down how to create videos that feel natural, build trust, and actually hit those KPIs your boss won’t stop bringing up in daily huddles.
Why Authenticity Matters the Most in Video Marketing
Studies show that 90% of consumers say authenticity is a key factor when deciding which brands to support. Translation? People buy from people, not from faceless businesses.
When you show up as yourself, speak directly to your audience, and scrap the “perfect” sales pitch, you create:
Trust – Your audience feels like they know you before they ever work with you.
Connection – People remember how you made them feel, not just what you said.
Engagement – Authentic content sparks real conversations.
Sales – The more connected your audience feels, the more likely they are to convert.
Stop Overthinking and Start Filming
1. Talk Like You Would in Real Life
If your script sounds like a formal email, throw it out. The best videos feel like a natural conversation, not a sales pitch.
Let’s use a computer company for our example.
❌ Instead of: “Our company provides innovative solutions to enhance customer satisfaction”
🛼 Try: “No one buys a computer for the specs—they buy it because they need it to do something. We make sure it does that, effortlessly.”
2. Show the Faces Behind the Brand
People connect with people, not logos. Whether it’s you, your team, or your clients, put real faces on camera. It builds trust and makes your brand personal.
3. Keep It Unscripted (Or At Least Loosely Scripted)
After being on set hundreds of times, I promise you—the best moments are never the ones we planned down to the last word. Some of the most engaging, memorable content comes from those off-the-cuff moments when people stop trying to be perfect and just start talking.
Instead of memorizing lines, focus on key points and speak naturally. If it feels too rehearsed, trust me, your audience will notice.
4. Tell It, Don’t Sell It
Nobody likes watching a “look how great we are” video. Show the impact of your work through real stories, behind-the-scenes moments, and customer experiences.
5. Embrace Imperfection
Not every video has to be studio-perfect. Sometimes, the raw, behind-the-scenes moments are what grab people’s attention the most. Done is better than perfect.
6. There’s No Better You than YOU
You don’t need to appeal to everyone. The goal isn’t to be liked by the masses; it’s to attract the people who want to work with you. The ones who get your vibe, value what you do, and are excited to hire you. But how will they ever find you if you’re too busy trying to be someone else? The more you lean into what makes you you, the more your content will resonate with the right people—the ones who see you and think, “That’s exactly who I need.”
Authentic Video Brainstorms to Help You Show Up Your Way.
Behind-the-Scenes – Let people in on your process. The messy, the fun, the real.
Customer Stories – Happy clients are your best sales team. Let them do the talking.
Founder Videos – Your audience doesn’t only buy what you do—they buy why you do it.
Day-in-the-Life – Show what it’s actually like behind the scenes (I’m talkin’ the gritty and even uncomfortable, not just the highlight reel).
Bloopers & Real Moments – I’ve said it before and I will say it again…perfection is boring, and a little humor goes a long (long, long, long, like REALLY long) way.
Final Thoughts: Keep It Real, Keep Them Watching
The best videos don’t feel like sales pitches—they feel like a friend letting you in on something worth knowing.
If you want video marketing that actually connects, scrap the script, make storytelling your bff, and stop overthinking it. The more you you are, the more your audience will trust, engage, and, ultimately, buy.
